Contextual Display Advertising, For A Lot Of Advertisers, Context Rules
A lot more specifically, for some, contextual indicates search advertising.
When Google unveiled its AdWords platform within the year 2000, a new chance in contextual advertising was born. Following users entered a query, they would now be shown a comparatively unobtrusive ad within the appropriate hand column that was contextually relevant to their request. By way of example, if the user said “new car”, contextual display ads could be shown from advertisers from automobile advertisers.
What a boon to advertising! Here was an unique opportunity to capture the consumer as they had been researching and preparing to buy any specific item. In marketing speak, this was near the bottom of the acquire funnel – just before the consumer strikes. And, the simplicity of tracking purchases on the internet produced it easy to justify ad campaign budget and resulted in driving marketing and advertising to new levels of success.
Search advertising isn’t the only contextual opportunity and it just so happens Google may be the leading player in one more on the web contextual advertising marketplace.
Identified to webmasters as Google’s AdSense platform and begun in 2003, website owners could sign up put a little snippet of Google AdSense code into the HTML of their internet pages. When the net page loads in the user’s browser, an ad is shown.
At very first it was only text ads, and Google has given that added graphical display ads. What’s important for publishers and marketers alike was that every single text or graphical display ad was contextual. If the site was about sports, Google’s AdSense technologies would show sports display advertising. If it was about house decoration items, it would show – you guessed it – ads from house decoration marketers.
Other contextual advertising opportunities are also available on the web. Whereas Google’s technologies reads a page and determines the appropriate ad via a bot, some on the web ad networks have grouped related sites together into contextual blocks, such as finance sites, and repackaged them to marketers. Specific Media, Advertising.com and Valueclick are several of the names you might have heard of.
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